FITRIA, DIANA (2026) STRATEGI KOMUNIKASI PEMASARAN MELALUI WORD OF MOUTH (WOM) DALAM MEMPERTAHANKAN LOYALITAS PELANGGAN (Studi kasus pada Klinik Kesehatan Prima di Tanah Sereal Jakarta Barat). S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
This study aims to analyze the marketing communication strategy utilizing Word of Mouth (WOM) to maintain customer loyalty at Klinik Pratama Prima in Tanah Sereal, West Jakarta. The research focuses on the implementation of this WOM strategy and its role in building and sustaining customer loyalty. Adopting a constructivist paradigm, the study employs a qualitative approach and a case study method. The research subjects comprised six informants selected via purposive sampling: the clinic owner, healthcare professionals, and both long-standing and new patients with experience regarding the services at Klinik Pratama Prima. Data collection involved in-depth interviews, observation, and documentation. Data analysis utilized Braun and Clarke’s (2006) thematic analysis framework, proceeding through stages of data familiarization, coding, theme searching, theme reviewing, theme naming, and report writing. The results indicate that the WOM marketing communication strategy at Klinik Pratama Prima is built upon highquality service, effective interpersonal communication between healthcare staff and patients, a friendly demeanor, the provision of clear health information, and positive patient experiences during service delivery. These positive experiences encourage patients to recommend the clinic to family, friends, and acquaintances, thereby boosting public trust and sustaining customer loyalty. The study also identifies service consistency and communication quality as crucial factors in reinforcing the spread of positive patient recommendations. Consequently, it can be concluded that the WOM marketing communication strategy plays a significant role in maintaining customer loyalty at Klinik Pratama Prima; therefore, the quality of service and interpersonal relationships must be consistently upheld to ensure the clinic's sustainability. Keywords : Marketing Communication Strategy, Word of Mouth, Customer Loyalty, Case Study, Klinik Pratama Prima. Penelitian ini bertujuan untuk menganalisis strategi komunikasi pemasaran melalui Word of Mouth (WOM) dalam mempertahankan loyalitas pelanggan di Klinik Pratama Prima, Tanah Sereal, Jakarta Barat. Fokus penelitian adalah penerapan strategi komunikasi pemasaran melalui Word of Mouth serta perannya dalam membangun dan mempertahankan loyalitas pelanggan. Penelitian ini menggunakan paradigma konstruktivisme dengan pendekatan kualitatif dan metode studi kasus. Subjek penelitian terdiri atas 6 informan yang dipilih menggunakan teknik purposive sampling, yaitu pemilik klinik, tenaga kesehatan, serta pasien lama dan pasien baru yang memiliki pengalaman terkait pelayanan di Klinik Pratama Prima. Teknik pengumpulan data dilakukan melalui wawancara mendalam, observasi, dan dokumentasi. Analisis data menggunakan analisis tematik Braun dan Clarke (2006) melalui tahapan pengenalan data, pengkodean, pencarian tema, peninjauan tema, penamaan tema, dan penyusunan laporan. Hasil penelitian menunjukkan bahwa strategi komunikasi pemasaran melalui Word of Mouth di Klinik Pratama Prima dibangun melalui kualitas pelayanan yang baik, komunikasi interpersonal yang efektif antara tenaga kesehatan dan pasien, sikap ramah, pemberian informasi kesehatan yang jelas, serta pengalaman positif pasien selama menerima pelayanan. Pengalaman positif tersebut mendorong pasien untuk merekomendasikan klinik kepada keluarga, teman, dan kerabat sehingga mampu meningkatkan kepercayaan masyarakat dan mempertahankan loyalitas pelanggan. Penelitian ini juga menemukan bahwa konsistensi pelayanan dan kualitas komunikasi menjadi faktor penting dalam memperkuat penyebaran rekomendasi positif dari pasien. Dengan demikian, dapat disimpulkan bahwa strategi komunikasi pemasaran melalui Word of Mouth memiliki peran yang signifikan dalam mempertahankan loyalitas pelanggan di Klinik Pratama Prima, sehingga peningkatan kualitas pelayanan dan hubungan interpersonal perlu terus dipertahankan untuk mendukung keberlangsungan klinik. Kata Kunci : Strategi Komunikasi Pemasaran, Word of Mouth, Loyalitas Pelanggan, Studi Kasus, Klinik Pratama Prima.
| Item Type: | Thesis (S1) |
|---|---|
| NIM/NIDN Creators: | 44322110012 |
| Uncontrolled Keywords: | Strategi Komunikasi Pemasaran, Word of Mouth, Loyalitas Pelanggan, Studi Kasus, Klinik Pratama Prima. |
| Subjects: | 300 Social Science/Ilmu-ilmu Sosial > 300. Social Science/Ilmu-ilmu Sosial > 302 Social Interaction, Interpersonal Relations/Interaksi Sosial, Hubungan Antarpersonal > 302.2 Communication/Komunikasi > 302.22 Kinds of Communication/Jenis-jenis Komunikasi 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.8 Marketing, Management of Distribution/Marketing, Manajemen Distribusi |
| Divisions: | Fakultas Ilmu Komunikasi > Periklanan dan Komunikasi pemasaran |
| Depositing User: | khalimah |
| Date Deposited: | 01 Sep 2026 08:55 |
| Last Modified: | 01 Sep 2026 08:55 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/103558 |
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